Brandstory telling is often the difference between a fairytale market presence and a marketing tragedy.
Close your eyes for a few moments and picture your favourite brand. It could be absolutely anything in the whole wide world, from a posh shoe to a delectable ice cream. What do you see? What do you feel? What do you taste? Chances are that you’ll be caught up in a kaleidoscope of happy memories.
But have you stopped to think why that is?
Storytelling has the power to change the way you perceive a brand. The way you experience a brand. The extent to which you trust a brand. The level to which you advocate for a brand. Yes, it’s all the rage today. And whether you’re a new or established business, it’s never too late to explore this imaginative space. All the big players, from Disney to Apple, have done so.
Did you know that the human brain responds to the descriptive power of stories, influencing both the sensory and motor cortex respectively? Yes, to read a story is to go on a sensorial journey. And brands tell stories that make customers crave to hear more!
If you too are keen to hear more about how to build a brand story, read on for Word Hatter’s proven tips.
Chapter 1: Humanise Your Brand
Before considering how to create a story for your brand, you must do a little introspection. Map out your brand’s reason for existence, because you cannot tell its story effectively without establishing who it is first. Fine tune the mission, vision and overarching purpose.
Additionally, do not view it as a company that sells a product or service. View it as a person, with a distinct personality, emotions and feelings. Because, people respond to people. It’s as simple as that. So, steer away from the generic marketing tactics. Instead, focus your branding efforts on being relatable, interesting and most importantly, human.
Ask yourself the following questions. Is my brand masculine or feminine? Does my brand communicate sophistication or light heartedness? Will my brand be desired by some or all? What imagery does my brand evoke?
In giving your business a persona, an authentic voice, the story you tell becomes that much more powerful. Moreover, it becomes a story worth telling. A story that wants to be heard.
Chapter 2: Write Your Brand Story
Brooding over how to write a compelling brand story?
Worry not. You don’t need to be a best-selling author to make your mark. You just need a little direction.
Now, there are many proven storytelling techniques out there, but we love the Pixar Formula best. It is the perfect recipe for building your brand story and identifying any gaps within the narrative. According to Pixar artist, Emma Coats, the animation studio has been using this method for decades, crafting every one of its magical films through a simple, step-by-step process. It begins by setting the context and introducing the characters, followed by addressing the conflict and building up to the resolution, in a series of natural progression.
It works like this!
Once upon a time… establishing who the story follows
And every day… defining the status quo
Until one day… instigating a moment of tension
Because of that… inspiring behavioural change
Until finally… achieving a resolution
By simply filling in the blanks, you are telling a complete story. Your brand’s story. But in order for the words to be persuasive and impactful, it needs to resonate with your customers. And, make them want to come back for more.
Chapter 3: Share Your Brand Story
At its essence, a story isn’t really about your company. Of course, the ultimate goal is to generate leads and earn profits. But, the driving force behind storytelling is to form connections. To build bridges. To unite customers in common cause.
How do you accomplish this? By developing your brand story in such a way that it conveys to your audience that you understand them, empathise with them and care about them. Very few things can communicate this level of engagement like a well-told story can.
The key to telling stories that customers will love, is knowing your customers. So, make sure to study them before contemplating how to write your brand story. Once you have your ideal customer in mind, you need to position your brand effectively by leveraging the right combination of brand elements. Find your brand hero, and then let him/her take your customers on an adventure!
For instance, if you’re a seller of antique frames, you could weave your story around nostalgia. Rather than saying, “hand crafted wooden frames”, you could be saying “crafted with wood, moulded with memories”. Similarly, if you’re a beverage brand, your story could be spun around the concept of childhood happiness. Your product description could read – “Freshly squeezed nimbu-paani, straight out of summer afternoons in grandma’s kitchen”. In line with this thought, a mall is not just a series of retail outlets, but a one-stop-shop for life. A travel agency isn’t in the business of selling mere packages, but making dreams come true.
As you can see, stories create trust. And trust produces loyalty. But it’s important to remember that not just any story will do. You must tell a brand story that has the right set of features, one that builds an experience for the customer, whilst also conveying integrity of the offering.
For more insights about this fantastical world, write to us. We’ll be thrilled to go over the many sagas of how to make a brand story, how to create a brand story and how to develop a brand story!